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Human-Powered Growth: Principles and Process for Building Teams that Take You Further, Faster

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Melissa Matlins
VP Marketing, B2B at Vimeo
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Global Growth Marketing Conference 2019
December 10, 2019, San Francisco, USA
Global Growth Marketing Conference 2019
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Human-Powered Growth: Principles and Process for Building Teams that Take You Further, Faster
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About the talk

The biggest bet that you will ever make on the future of your company’s growth is not what you spend your marketing dollars on or which product strategies you deploy, but the teams that will actually execute those initiatives. And thankfully, if you already have a growth mindset, it’s easier to build the right one. In this session, you’ll learn how to apply growth principles and processes to optimize the often long and stressful recruiting process, structure your teams effectively, manage team dynamics (especially when they’re difficult), and cultivate a culture of idea diversity.

00:04 Introduction

01:39 Your instincts can work against you

02:14 Hiring people = Growth marketing

02:35 Hiring vs Recruiting

04:40 Too busy to hire = too busy to grow

06:00 Hiring hacks

08:46 Your team is a narrative, not an org chart

09:52 Goal setting

10:55 Team dynamics

13:50 Growth is human-powered

15:35 Q&A

About speaker

Melissa Matlins
VP Marketing, B2B at Vimeo

Melissa has spent the last 15 years building marketing teams and tech companies in San Francisco and New York. Today, as VP Marketing at Vimeo, Melissa helps organizations leverage the power of video to connect with audiences and grow their businesses and communities.

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Hey there. So quick question for the audience. How many folks brought their team here and he won a couple folks? How many people are hiring next year? Pretty much everybody. So this is a session not about the doing but about the doors at human-powered growth, so I'll get right to it. So a lot of you're in a very high growth high-velocity mode. So as many of you already know the building a team when you're growing fast is pretty difference. So the two things to keep in mind and this depends on and he's any Scale company that you're at. Is the

percentage of that change. Are you going from 5 to 10? People, are you going from five hundred to a thousand people and the velocity of that change? So, are you doing tonight? In 3 months, 6 months, 18 months. So when you look at the Amazon headcount growth curve and you think yourself oh my gosh like this looks completely insane. How you ever managed and lead to a change like this? Unless you're at Amazon in which case you might actually know about. Some of that you'll see that like it's a step function, right? So you keep looking at the curb, you think this is really crazy but when things

get really crazy When the time Horizon changes. So even if you had a small company right now or if you're an individual who's building an idea and you go out and you hire three people, that means that 75% of your team, Listen to, I can suddenly have a picture of how your team works together with your Team Dynamics look like and what you're looking for in a higher is going to start to look really different. So here's the thing. So you're human your team is human and is very human to have all of these different emotions, right? You want to stick with what's comfortable? You might be afraid of

hiring the wrong people. If you're the hiring manager, you don't want to give away your job. And you also maybe thinking of hiring and managing people as another job, that's not really Central to the growth and marketing that you're used to doing today. It's also just really human and natural to want

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